Emma Watson out as Burberry launches an interactive Autumn/Winter 2010 ad campaign

It seems that Harry Potter actress Emma Watson has been dropped as the face of Burberry as the british luxury brand becomes the first high end fashion house to create an interactive advertising campaign. Before advertising campaign images in magazines were just flat and even if they made it online they were a scan from a magazine or an animated flash. Burberry are giving fans the chance to click, rotate, pause and drag the ad campaign images shot by Mario Testino in London’s Pinewood Film Studios.

“This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that. The Burberry campaigns have always been characterized by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions,” says Christopher Bailey, Burberry’s Chief Creative Officer. “Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.”

So who’s edged out the actress best know as Hermoine Granger? A cast of 11 which includes models, actors and musicians: Rosie Huntington Whiteley, Nina Porter, Sam Rollinson, Charlotte Wiggins, Caspar Smyth, Douglas Booth, Gwilym Gold, Rory Cottam, Samuel Fry, Seb Brice and Thomas Penfound.

The Burberry autumn/winter 2010 ad campaign lacks some of the distinct British feel that the brand has been peddling of late. I kind of miss it as it is brand heritage that set luxury brands apart. These images look like they could be for any one if they didn’t feature a Burberry checked bag.

Check out the interactive campaign on the Burberry website, or the non-interactive images below.